2007 AWARD WINNER
BEVERAGES
CAMPAIGN - Tooheys Extra Dry Platinum: Human Testing
AGENCY - ZenithOptimedia
CLIENT - Lion Nathan
OBJECTIVES
The challenge for ZenithOptimedia
was to launch a high-alcohol beer -
Tooheys Extra Dry Platinum -
without calling it high-alcohol.
Tooheys Extra Dry (TED) was
becoming the beer of choice
among young drinkers. Tooheys
Extra Dry Platinum was an
extension of the TED brand,
sharing its easy drinking taste, but
with more beer flavour and aroma,
brewed to a higher alcohol level
- 6.5%.
The sales objective for TED
platinum was 800,000 litres,
across the launch period. These
sales couldn’t be poached from
existing TED drinkers, instead
market share would have to be
pinched from the ready-to-drink
category and other premium beer
brands.
ZenithOptimedia needed to
develop a strategy to gain licence
to play in uncharted territory, while
staying true to the brand.
Consumers had to be encouraged
to try the beer and the campaign
needed to generate awareness and
talkability about the beer’s launch.
CAMPAIGN
The idea was to position TED
Platinum as TED’s evil twin. Talking
about the high-alcohol content was
off limits so ZenithOptimedia focused
on the “dark side” of the product.
Instead of describing the benefits,
the agency set out to appeal to young
men’s desire to take risks and live on
the edge. As there had never been a
beer formula like this, there might be
“unknown side effects” - the beer
needed human testing.
And so the Platinum Testing
Facility was created - a “scientific
organisation” whose mission was to
study the effects of Platinum and
ensure it was fit for human
consumption.
It had everything a real human
testing facility would have - scientists
in lab coats, DNA sample bags, a
DNA magazine, a website for
publishing results, DNA testing kits
and ads recruiting volunteers.
Volunteers were targeted with
tear-off tabs on billposters, university
noticeboards and washroom ads in
youth and “underground” venues.
Tactical ads ran in shared
accommodation, entertainment and
bar job sections of classified pages.
Even the bottle was used as a touch
point, using the underneath of the
crown and back label to call for
volunteers. Volunteers joined via
SMS (or visited the website direct)
and then completed tests online.
DNA samplers were distributed
through targeted street press (Vice, Lifelounge, Riot), to those most at
risk. A mobile testing facility
measured side effects in pubs.
Psychometric testing was conducted
online. DNA samples were taken from
pub urinals (a “talking” device
thanked punters for their “sample”).
Then, the “scientific findings”
were published in sealed sections
for beer drinkers to read. Back
covers of FHM and Zoo Weekly were
hijacked with a feature on the
Platinum Testing Facility.
TED Platinum entertained drinkers
after a big night out, with spots on
edgy late night TV (MTV, Fuel, Comedy Channel).
More risque versions of
these were screened on YouTube.
RESULTS
ZenithOptimedia tested humans. And
humans really tested Platinum. TED
Platinum’s goal was to sell 800,000
litres - they sold 2.5 million. In just
five months, Platinum tripled sales
expectation. It became Australia’s
seventh largest premium beer,
surpassing established brands.
During the “call for volunteers”
process, 136,000 human guinea
pigs were recruited. 395,000
completed tests online, and 110,000
unique visitors were attracted to
the website.
Independent research showed
drinkers knew about Platinum Human
Testing - campaign awareness
blitzed at 86%.
People were talking - half had
told a friend about the brand or
website. Over 80% had bought
Platinum, and 73% said they
would again.
JUDGE’S COMMENTS
“In a difficult category, the idea of a
scientific experiment to test a strong
beer when you can’t say it’s strong,
the agency demonstrated a very
clever solution to the problem. The
execution was unexpected and fresh
and the client should be
congratulated.”
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